Frankfurt-based sleep brand Emma says it has retained its momentum in the UK, almost doubling net revenue in Q3 by +95% compared to 2019, after revamping the portfolio and introducing a new pricing model in July, the figures show that the strategy paid off.

Santosh Marrivagu, head of UK and Ireland, says: “These figures are a testament to the strength of our business model, strategy, and execution. Even during the current highly uncertain macro environment we continue to deliver sustained growth. I am pleased to see our strategy in 2020 bear fruit and that UK customers keep trusting our brand.” 

The company also reports "outstanding" growth in Ireland. After scaling its marketing spend sustainably, as well as offering a wider selection to customers with EU sizes to consolidate and streamline the supply chain, Emma says it achieved YoY growth of +222%.

“The figures in Ireland are even more impressive than in the UK," states Santosh. "They convey that while the market is consolidating with the exit of multiple direct competitors in the online mattress category, we have grown tremendously in Q3. We aim to continue this success story by intensifying our activities in Ireland both online and offline."  

As part of its new product range strategy, Emma has launched its new Cot Mattress in the UK and Ireland, which has been designed to promote the healthy development of the spine while supporting the baby's head during sleep.

Santosh emphasises: “Sleep is one of the most important factors for the development and health of children, making choosing the perfect mattress a big decision. We learned that customers love to purchase different products from the same brand, hence the decision to enable parents to shop Emma mattresses for the little ones, too.”

Pictured: Co-CEOs Manuel Mueller and Dr Dennis Schmoltzi, and UK & Ireland country manager Santosh Marrivagu. Photo courtesy Emma Sleep (Moritz Reich, 2020)